Strategic planning in diverse and developing realities is key to corporate success says Amybel Sánchez de Walther of Universidad de San Martín de Porres

The current world scenario displays different realities: markets (continuously developing and diversifying) go beyond borders, becoming increasingly complex and competitive scenarios. This outlook poses new challenges to public relations professionals, given that they cope in changing environments, where the relation and communication with publics must be planned and conducted by professionals with high leadership abilities and strategic view, in order to reach corporate objectives, developing a culture of prevention to avoid future crisis.

Today, the public relations professional must understand that strategic planning implies the development of a program backed by rational and logical guidelines, containing techniques that ensure the compliance of set goals in a set period and scenario. A paramount task is assumed: the creation of an environment enabling dialogue and agreement, integrating corporate interests and stakeholders.

A public relations professional must have great ability to read between the lines and analyze potential scenarios in order to act well in advance, through planning, in order to solve problems and optimize processes.

As a consequence, public relations must be recognized as a multidisciplinary system providing management tools to enable the consolidation and strengthening of reputation in organizations.

Framed in this context, and aiming at contributing to the strengthening of Public Relations in Latin America, Universidad de San Martín de Porres, together with the International Public Relations Association (IPRA), will carry out the 3rd IPRA International Public Relations Congress and Latin American Meeting, to take place next 18 - 20 September in Lima, Peru. The event will bring together internationally renowned speakers and world-class experts in the practice and study of Public Relations, who will debate on the relevance of strategic management and will share their successful experiences.

Representative of the International Public Relations Association – IPRA for South America, and Director of the Research Institute of the Professional School of Communication Sciences of Universidad de San Martín de Porres.

Member of the International Communication Association (ICA) and the Latin American Association of Public Relations University Careers. She has been lecturer and speaker of Public Relations in several foreign countries.

PhD in Communications and Public Relations from Universidad CEU San Pablo (Madrid, Spain). MA in Audiovisual Communication and Advertising from Universidad Autónoma de Barcelona. She holds a MA and a professional degree in Public Relations from Universidad de San Martín de Porres.

Some of her main researches and publications include “Social Evolution of Public Relations in Peru: Academic and Professional Context of the Organizational Communication” (2010), “An Approach to Public Relations in Peru: Theoretical Evolution and Professional Applications” (2009), among others.

International Public Relations Association. Main international organization responsible for the ethical and intellectual direction of the public relations exercise in its different areas. It was founded more than 50 years since ago and has more than 1,100 members from around 100 countries.

The School of Communication Sciences from Universidad de San Martín de Porres is the first institution in Latin America to provide a master’s degree and a PhD degree on Public Relations. According to a study conducted by Ipsos APOYO Opinión y Mercado in 2010, USMP leads the list of centers specialized on Public Relations in the country.

The present year, USMP is proud to celebrate 50 years serving higher education in Peru, promoting academic excellence and contributing to the professionalization of public relations.

IPRA - USMP Alliance

IPRA and USMP have made a strategic alliance for the professionalization of the discipline in Peru and Latin America. Two years ago, Peru was the host of the IPRA 2010 – XIX Public Relations World Congress, event that brought together in the city of Lima several outstanding and expert professionals from the most important organizations in the world.

Last year, IPRA appointed its new Directive Board for the following two years, including Dr. Amybel Sánchez de Walther – Senior Professor and Director of the Research Institute from the School of Communication Sciences – as IPRA representative in South America, creating the new IPRA LATAM Chapter of this organization.